A great international brand, a great aim: to contribute to root the brand Lidl in Italy in line with the new positioning, through a route oriented to an offer that becomes increasingly rich and of quality aiming at the excellence of Italian products.
To communicate a sense of pride and of belonging to all the chain, from the suppliers to the members of the staff up to the customers, joined by a choice that rewards products of quality, at the fairest price. The synthesis is a claim, one word expressing presence, participation and sharing: “Anch’io!”
Even the message to the consumer target is straightforward: quality requires neither sacrifices nor changes in the shopping habits. Hence: “Do not change life style, change supermarket”.
The “Anch’io!” Campaign is an extraordinary journey through Italy to describe the promise of the brand (corporate commercials) and the use on the private label offer (product commercials). The prestigious signature of the film director Luca Lucini gives the image a cinematographic treatment that enhances the beauty of the most suggestive Italian settings. In the background, the touching notes of the song “Aria” by Gianna Nannini.